THE IMPORTANCE OF MEETINGS
According to Tariq Al-Essa, Business Tourism Project Manager at the Saudi Commission for Tourism & Antiquities (SCTA), the meetings, conventions and exhibitions industry has seen growth over the past years, prompting the country to concentrate on attracting more business visitors from around the world. Business tourism in 2012 accounted for a
quarter of all visitors to the kingdom and 20 percent of income in the sector, SCTA data confirms. As part of a 10-year growth strategy, the Saudi authorities expect 9.4 percent of its working population – 922,000 people – to be employed in the tourism sector by 2019, an increase of 590,000 on 2009. “Te government is keen to position Saudi
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opulent setting for events complete with 5,800 square metres of conference space, two big ballrooms, two theatres, a huge variety of meeting rooms and a full business centre. There is a limited range of alternative
venues, although the modern, well- equipped King Abdulaziz Historical Centre is popular, providing a fixed-seat auditorium for seminars, conferences and events. Looking to Jeddah, one of the most pres-
tigious venues in the region is the Jeddah International Exhibition Centre, which was the country’s first conference facility. Built during the 1980s, the venue has been constantly upgraded over the years by its owners, the Jeddah Chamber of Commerce and Industry. In Dammam, the new 5,000-square-metre
Dhahran International Exhibition Centre has attracted huge shows and exhibitions throughout 2012 and expects business to increase throughout 2013. Elsewhere, government conference centres
such as Qassim Provincial Headquarters and the King Faisal Hall, in addition to university buildings with dedicated meetings facilities, can be hired for commercial events. One of the best university facilities avai-
lable for hire is the King Faisal Conference Centre at the University of King Abdulaziz in Jeddah, which is equipped to host a variety of events and exhibitions. Qassim University is also opening its doors
to commercial event planners, boasting a major conference centre with a 2,500-seat audito- rium and 5,000 metres of exhibition space.
Arabia as a substantial meetings destination, as the industry is playing an increasingly important role in the country’s economy. Te aim is for the meetings sector to be a significant element of the Saudi Arabian economy, generating substan- tial export earnings and employment by 2025,” says Al-Essa.
He adds that the sector will be a force in
promoting a positive image of the country abroad and stimulating inward investment through many sectors of the economy. “As the economy grows, there is also a greater
need to build high-quality facilities that support the meetings industry. Tis is vital in generating tourism activities and promoting a positive impact on social, cultural, political and environmental initia- tives,” he says. Te SCTA has drawn up a plan pinpointing
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3 Children playing in Sanabis, Eastern Province 4 Ritz-Carlton, Riyadh Palace Hotel 5 Saudi Travel & Tourism Investment Market (STTIM) 6 Prophet’s Mosque, Al Madinah
improvements in key sectors of the industry that will help enhance the national economy. Te goals are as follows: Improve the regulatory framework Increase the number and size of meeting venues Boost the quality and qualifications of people responsible for delivery Promote intensive marketing and pubic relations Strengthen focus on research and intelligence Improve the organisational framework through a national programme for developing Saudi meetings in 2013 “Saudi Arabia is a member of the G20 group and the largest oil producer in the world, as well as the custodian of the holy Islamic destinations, so there are many advantages that can make this county a successful meetings destination,” continues Al-Essa.
He also mentions that Saudi Arabia bears key With more than SAR1.87 billion (US$500
million) currently invested in upgrading universities, the amount of available meeting space looks set to grow. Added to other plans mooted for development, the kingdom’s ambition to position itself as a premier destination for meetings and events is getting closer by the day.
indicators that reflect a country’s increased impor- tance in the global travel market. Among these are: strong economic growth rate forecasts; a growing private sector; the presence of several leading global industries such as oil, water treatment, petrochemicals and medicine; a promising market that remains responsive to growth; substantial new investments in MICE facilities; and an existing venue capacity that is under-utilised. “For now and the immediate future, Saudi Arabia pumps the world economy with fuel,” says Al-Essa. “Te meetings industry depends on a successful world economy, which makes Saudi Arabia a key player in the global meetings industry.”
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QASEM ALJUHANI
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